Making equity management look delicious.

Kim Hansen, Jason Atkins, Johan Kriegbaum

Advance Queensland Grant Funding

We partnered with Smart Equity to cook up a new brand in the equity management space, and set the roadmap for their launch in Australia and the UK.

At the start of our engagement, new crowdfunding laws had created an equity management nightmare that nobody was ready for… except our venture partners, Smart Equity.

Despite COVID-19 giving fintech a run for its money in 2020, Cake has successfully executed a product update, hired a flock of new staff, secured a grant from Advance Queensland, and are preparing for a UK launch.

We set a clear and concise vision when it came to product design: do for 'share plans' what Lemonade did for insurance.

Our content strategy was to leverage Cake’s strong value proposition and utilise well-used words with a tongue-in-cheek flair across a diverse content channel mix. That, and it also included sending people branded cakes.

With typography, colour, content, illustration and even motion at our disposal, we developed branding, merch, product envisioning, marketing assets and collateral design for this all-in-one equity management platform.

“Cake’s vision was to make equity accessible to all and help Australian SMEs grow exponentially. We’re so proud to have helped them bring it to life.”
Alex Naghavi, Creative Director

What we did...



  • Immersion & research
  • Naming
  • Values, purpose, proposition & personality


  • Language & tone of voice
  • Messaging
  • Copywriting


  • Visual identity
  • Art direction
  • Brand animation


  • Collateral design
  • Design systems and guidelines
  • Website design
  • Motion design



  • UX & UI design
  • Interaction & motion design
  • Content & information architecture